Coca-Cola, the world's most valuable brand, has joined the fight against America's weight problem. The soda giant launched a campaign aimed at "finding meaningful solutions to the complex challenge of obesity" on Monday. Critics claim the new ad is hypocritical. CNN Senior Medical Correspondent Elizabeth Cohen explains the goal of this new campaign this morning on “Early Start”.

According to advocacy groups, the ad will have little impact, Cohen reports. “The Center for Science in the Public Interest says this is not meaningful,” she says. “They say that Coke is basically trying to do damage control. That Coke has seen what Mayor Bloomberg has done in New York, at limiting soda sizes and availability, and they don't want other people to do it, so that’s why they think they’re doing it.”

However, Coke refutes that claim, saying that they’re trying to make a meaningful contribution to the fight against obesity, and they say with all of their no-calorie and low-calorie products they actually have made a meaningful contribution.